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Daniel Craig to Tip Cap to Heineken as James Bond

Posted by Mark J. Miller on February 8, 2012 11:19 AM

James Bond has long been known as a martini drinker – shaken, not stirred, Moneypenny – but it appears that he may be continuing his fascination for another alcoholic beverage in his next film, Skyfall. This year marks the 50th anniversary of the first Bond film, Dr. No, though Ian Fleming’s famed books started hitting shelves in 1953 when Casino Royale was published.

Don’t be shocked If you see Bond, as played by Daniel Craig, tipping back a Heineken when Skyfall hits screens. Heineken has announced that it “will introduce an unprecedented and innovative global marketing campaign to support the launch of the new film.”

While this is the sixth Bond film that the beverage will be associated with, it will be the first time that Craig will be directly involved — for instance, co-star Eva Green did the honors for the beer's tie-in with Casino Royale.

The campaign, which will kick off in September, will roll out to more than 170 countries.

"The trust that we have built has allowed us to take the partnership to a new level by linking Skyfall directly with our award winning global 'Open Your World' campaign,” stated Alexis Nasard, Chief Commercial Officer of Heineken. “We are confident our activation plan will ignite the conversation with our consumers and film viewers."

Marketing Week notes that “activity will revolve around digital platforms, Facebook and Google, both of which the brand has global partnerships with, as it looks to make the social network the hub of all its conversations online.”

“We’ve developed the ‘Man of the World’ premise through past activations and if there was any character to fit into this platform and be associated with this idea, it’s Bond,” said 
Hans Erik Tuijt, global brand activation manager at Heineken, according to Marketing Week.


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